Marketing Essentials: Roles, Marketing Mix, and Marketing Plan Report

This report delves into the core concepts of marketing, focusing on the British technology company Dyson. It begins by outlining the key roles and responsibilities of the marketing function within an organization, emphasizing the importance of planning, sales management, training, and strategic advising. The report then explores the interdepartmental relationships of the marketing department, highlighting the crucial coordination with finance, human resources, research and development, and IT departments to achieve organizational goals. Furthermore, the report compares how different organizations apply the marketing mix (product, price, place, and promotion) in their marketing planning processes to achieve business objectives. Finally, it culminates in the production and evaluation of a basic marketing plan for an organization, providing a comprehensive overview of marketing strategies and their practical application. The report aims to provide a detailed analysis of marketing principles and their real-world implementation, with a focus on Dyson as a case study.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Explain the key roles and responsibilities of the marketing function...................................3
P2. Explain how roles and responsibilities of the marketing related to the wider organisational
context.........................................................................................................................................5
TASK 2............................................................................................................................................6
P3. Compare the ways in which different organisational apply different organisations apply
the marketing mix to the marketing planning process to achieve business objectives...............6
TASK 3............................................................................................................................................9
P4. Produce and evaluate a basic marketing plan for an organisation........................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing refers to the process of promoting and advertising the goods and services of
the company in order to achieve the higher profitability. It also includes the selling, delivering
products to the potential costumers. Marketing is the important department which attract the
large group of customer in order to increase the sale of a organisation with the consideration of
attaining aims and objectives of the company. (Kumar and Mishra, 2019). Dyson is the chosen
organisation for this report, it is the British technological company in the United Kingdom and
this is founded by James Dyson in 1991. It is the leading manufacturer of household appliances
like vacuum cleaner, hand dryers, heaters, hair dryers and lights. This report will cover the roles
and responsibilities of the marketing function and also explain the interdepartmental relationship
of marketing department in wider organisational context. Furthermore, it will compare the ways
in which different organisational apply the marketing-mix to the marketing planning to achieve
he organisational goal. It will make and produce the basic marketing plan for an organisation.
TASK 1
P1. Explain the key roles and responsibilities of the marketing function.
Marketing is the process of promoting the goods and services of the company with the
use of advertising, selling and delivering various products to the potential customers so that they
can satisfy their various needs and wants. It is the important function by which company can
attract the large group of potential customer in order to build a strong brand image in the market
so marketer must analyse the current trends of the market and then use the various marketing tool
in order to promote in the large market. The current trends of the marketing includes social
media stories, content marketing, digital marketing, search engine optimization, pay per click
and many others. The future trends in marketing includes voice search optimization, AI-first
approach:Virtual Reality and many more. In context of Dyson, there are various roles and
responsibility of the marketing department which is explained as follows:
 Planning for future: It is the process of thinking beforehand so that right approach can
be used in order to implement the various plan in the business so that they can attract the
large group of customer by planning effective strategies for marketing (Kopp and
Margaret, 2020). Right planning of the various aspect will lead to attain the
organisational goal in an appropriate manner. Dyson also do the better planning so that

they can chose the best out of various variables and use in their business so that they can
attain the desired goal. For example, there are many products which are being launched
by different businesses so Dyson have to plan different strategies to battle the
competition and bring something new in the market so that it can survive and grow.
 Selection and placement of salesmen: Sales person are the who who promote and sell
the goods and services in the large market by using various sales promotion techniques so
that they can attain the large group of customer in the segmented market so it is important
to hire the sales person who must have the good convincing power in order to sell their
products in the large market. (Eletxigerra, Barrutia and Echebarria, 2018) Manager is
focusing of selecting the skills and capable sales person who can make the effective
selling with the consideration of increasing the overall sale of the company.
 Training the sales force: When an individual is bing hired, they are having theoretical
knowledge so it important for the marketing manager to give the various tanning and
conduct seminars that empower the employees for their better learning in order to get the
best output. Dyson is conducting the various training sessions to enhancing the learning
of their employees so that they can achieve their sales targets.
 Advising the top management: Marketing is the techniques promoting the goods and
services so that they can sell in the large market by analysing the current trends of the
company so it is important for the marketing manager to advise the leaders and the higher
authority so that they can explain the current market situation and make the further
decision accordingly by ensuring that right decision can be taken to gain higher
profitability.
 Compensating the sales personnel: It is the main consideration of any business to
promote the various goods and services in order to sale in large market and for that it is
important to keep motivating the employees so that they can give their best is attain the
organisational goal. Marketing manager must focus on compensation policies so that they
can sustain in the large market. It includes the promotion, transfers and so on by which
employees will get motivated in order to achieve the sales targets. Dyson is concerning
with the various compensation polices so that employees will work with the dedication in
order to get the desired position win the company.

 Direction and co-ordination: A marketing manager has to select the sales executives,
assistants who are performing their job in their own way without direction and co-
ordination by their seniors so it is important to give the proper instruction to their
subordinates so that they can complete their assign task in an appropriate manner with the
consideration of achieving the higher sale (Cohen and Eimicke, 2020) Marketing
manager in Dyson is giving proper guidelines to their employees so that they can move in
the right direction with the consideration of achieving the organisational goal.
P2. Explain how roles and responsibilities of the marketing related to the wider organisational
context.
Every organisation wants to get the higher growth by establishing their good brand image
in the market so that customer can approach in the large market and each organisation in framing
various tools and techniques in order to get their profitability in the large market. It is important
to maintain the interdepartmental relationship so that each task can be performed in an
approached manner so that higher revenue can be generated (Caliskan, 2019). In context to
Dyson, marketing manager must cope up with the other department so that each employee will
perform their job in a systematic manner by knowing each pros and cons. Marketing department
will coordinate with all the rest department so that they can get the best candidate who can sell
their products and services in the large market. Interdepartmental relationship of marketing with
other department are as follows:
 Marketing and finance departments- Finance is the department which is concern with
the procuring and allocation of the funds so that all the operation of the company can be
smoothly function with the consideration of achieving the desired goal within the
company. It helps the marketing department in providing the sufficient funds so that they
can use the best technique in order to promote the goods and services of the company and
also help in getting the potential employees by paying them a deserving salary so that
they will contribute in the success of the company by increasing the sale of the company.
 Marketing with Human resource department- Human resource department is
responsible for recruiting and selecting the deserving candidate so that they can
contribute in the enhancement of the company. HR department is also concern with the
performance management and employee engagement so it is important for the marketing

department to coordinate with the human resource department so that they will hire the
candidate who will having the skills and knowledge related to the marketing and perform
their job with the consideration of increasing the sale of the company. Hence It will be
beneficial for both the department to retain the employees within the organisation for a
longer period of time by focusing on employee engagement and performance
management of the employees.
 Marketing and the research and development department- R&D department is
concern with the keep innovating and finding new ways of doing business so that they
can meet the current trends of the company in order to satisfy the various needs and
wants of the consumer (Burgess and Munn, 2017). Changing demand of the customers
leads to change the various process so that they can retain in the market for a longer
period of time so marketing department have to coordinate with the research and
development for keep introducing the new techniques and method of performing and
promoting the goods and services of the company so that company and meet their desired
goal.
 Marketing and Information technology- IT department is concern with the use of
artificial intelligence in their business operation so that each task can be done in an easy
and advance approach. It includes the use of internet and power point presentation and
excel to operate the various activities in order to meet the digitalization in the changing
world. Marketing department have to coordinate with the department so that they can use
the artificial intelligence by promoting their products and services on online platform in
order to meet the cover the large market. It would help in doing the business in an easy
approach so that they are able to cover the large group of customers.
It is analyses with the above discussion that each department of an organisation play a
vital role in the smooth running of the business with the consideration of achieving the desired
goal. In context to Dyson, marketing department have to coordinate with the other department
like human resources, Information technology, finance and research and development so that
they can build a strong coordination between them in order to gain the higher profitability and
growth.

TASK 2
P3. Compare the ways in which different organisational apply different organisations apply the
marketing mix to the marketing planning process to achieve business objectives.
Marketing mix is the techniques of analysing the various factors of production which
help in getting the good output in the overall profitability of the business. It comprises of
product, place, price and promotion so that company can build their strong brand image in the
market. Various aspects of marketing mix are explained as follows:
 Product: These are the items and the services which is being offered by an organisation
in order to make them sale in the large market (Brychkov and Domegan, 2017). These are
the faces of the company so that they can sustain in the large market with the
consideration of attaining higher growth and profitability.
 Price: It is the amount on which the company is selling their products and services in the
large market. This must be known for each firm that prices should be according to their
rivals so that they can meet the competitive advantages in the industry.
 Place: It is the geographical location where the company is locating their store and
selling in the large market. Place must be easily accessible by their customer and in the
centre of the city so that large group of customer can be reach to their store.
 Promotion: It is the technique of promoting their goods and services to their potential
customers by using the various sales promotion techniques so that company can enhance
their performance and productivity.
 Process: It is the process of manufacturing the goods and services by using various
techniques so that desired product can reach to their potential customer in order to sell
them in the large market.
Business objectives:
Dyson is working with the objective of making the easier life of customers and
consideration of attaining the organisational goal by offering wide rage of products. On other
hand, Electrolux ambition is to be a best appliances company in the world by fulfilling the
various needs of customers, employees and shareholders in order to generate higher profitability.

Marketing mix Dyson Electrolux
Product The company is manufacturing
various household appliances like
vacuum cleaner that is durable, light
weight and of good quality. It also
offers hair dryers, heaters, blade-less
fans etc.
It is dealing in vacuum cleaner,
refrigerators, food processor,
washing machine, dish washer
and robotic vacuum cleaner, air
conditioners, microwave ovens
etc.
Price The company is using the premium
price strategy in which they are
keeping the high price of the products
by manufacturing the quality products
to their potential customers.
The company has also adopted
the premium price policy. They
don't want to compromise with
the quality of the product as they
believe that higher quality
product is the only way to
attracting the large group of
customers(Al Badi, 2019).
Place The company is operating their
business in the UK market and now
the company is dealing in more than
65 countries and generating higher
revenue.
The company is operating their
business in more than sixty
countries and divided their sector
of operations in Asia-Pacific,
Europe/Africa.
Promotion In this aspect, company is using the
various sales promotion techniques
which includes the television
advertisement and also spending on
the employee training so that they
will promote the ethical aspect of the
company.
The company using the
advertisement on newspapers,
magazines and also using the
social media platform in order to
cover the large group of
customer.
Process Dyson is using the advance
technology in their operations so and
updating their products in order to
The company is using the high
quality techniques so that they
can manufacture the superior

meet the various demand of the
customers (Abedi and Abedini,
2017).
quality products in order to meet
the current demand of the
customer.
People They are hiring the skills employees
due to need of technical knowledge
so that product can be manufactured
under the good supervision of the
seniors.
The company is focusing on
giving the various training and
development programs so that
employees will enhance their
skills and knowledge in order to
perform well.
Physical evidence The company is offering the unique
products in order to attract the large
group of customer and infrastructure
is designed with the appropriate
approach by keeping place for each
machine and areas for various
operations.
Electrolux is having the
appealing infrastructure and
offering the quality goods to their
customer with superior quality.
It is analysed from conducting the marketing mix of both the organisation that It is a type
of marketing strategy which helps in identifying the areas that needs to be considered while
launching any new products and service. Evaluating the marketing-mix of two organisation helps
in knowing about the competitors position in the market so that the business can work effectively
in achieving the organisational goals by beating the competition.
TASK 3
P4. Produce and evaluate a basic marketing plan for an organisation.
A marketing plan is the formational of the various strategies that help in implementing
and generating the reach to the target market. It includes the overview of the marketing, goals of
advertisement and elaboration of target market and the various needs of the customers. A good

marketing plan gives the better idea to their customers in order to get the higher profitability in
the business.
Executive Summary:
In context to Dyson, it is the multinational company and deals in household appliances
like vacuum cleaner, hair dryers etc. now the company is planning to introduce the robotic
vacuum cleaner by which areas will be vacuum with the help of robots. It helps in doing the job
without use of manpower and also take the company towards innovation and advancement.
SWOT analysis:
It is the frame work of analysing the micro factors of the business which impact the
various functions on the larger scale and that is described below:
Strengths Weaknesses
 The company is focuses on offering the
superior quality products by keep
innovating their techniques and
methods of production with the help of
research and development.
 Company is working around 12000
employees across the globe and each
employees is contributing to the
success of the firm.
 The company is offering the premium
quality products so that it incurred huge
cost on the manufacturing of goods.
 The company is facing huge
controversies and failure that is
impacting the growth of the company.
Opportunities Threats
 Company can expand their market at
the global level by expanding their
production in various locations.
 Dyson is offering their products on the
online platform so that everyone can
make the easy p[purchase of various
goods and services.
 Market fluctuation in the United
Kingdom is the big threat for the
company.
 There are many competitors of Dyson
that can affects the brand image of the
company in the large market.
Strategic Objectives:

The objective of the Dyson is make life easier for customers and their business contains
number of product range in order to meet the objectivity of the business.
STP:
Segmentation: It is the process of dividing the population on the various groups on the
basis of their geographical location, demographics of the individual who are having same taste
and preferences in order to make the purchase the various goods and services. The company is
segmenting the population on the basis of demographics and offering the premium quality
products.
Targeting: It is the process of choosing the group of people out of segmented population
so that company can meet the various demand of the potential customer. Dyson is focusing on
upper class people who is having good purchasing power in order to purchase the final products.
Positioning: It is the process of taking the brand to that level in which customer is having
the mind set of having good brand image in the market. Dyson is positioning their product so that
they can meet the competitive advantage in the large market.
Marketing-mix:
 Product: The company is introducing robotic vacuum cleaner in order to meet the
innovation and advancement in their business. This eliminates the humans and make easy
cleaning with the help of robots.
 Place: The company will sale their product in the London market due to purchasing
power of the customers as people are more often invest in advanced products.
 Price: Dyson is using the premium pricing policy as they are manufacturing the quality
products to meet the changing demand of the potential customers.
 Promotion: The company is using the television advertisement and also focusing on
social media marketing in order to promote the goods and services.
Budget Allocation:
Particulars Amount (€)
Marketing 100000
Workforce 100000

Equipment 150000
Raw materials 150000
Controlling and Monitoring:
It is the process of matching the actual performance with the desired so that company can
identify the problem associated with the operations. Key performance indicators will help in
making the right use of various techniques so that they can each task will be done in an
approached manner so that they can attain the organisational goal in an effective manner.
CONCLUSION
It is concluded from the above report that marketing is the important aspect for any
business enterprises as it promotes and advertise the products and services of the company in
order to increase the overall sale of the company. Marketing must build an interdepartmental
relationship with human resource, finance, informational technology so that each operations of
the business can smoothly function. Moreover, Company is launching the robotic vacuum
cleaner so that they meet the innovation and advancement within the organisation.